"This is the most radical creative shift at Marvel since 11 years ago with 'NuMarvel'," he told Comic Book Resources.

"We've had plenty of relaunches over the years, but this is different because it's line-wide. In many ways, Marvel NOW! is the opposite of a huge crossover! It's individual franchises repositioned and standing strong on their own two feet under the vision of new creators.

"We've actually encouraged a go-big-or-go-home, hostile-taker mentality where creators blaze new trails for their franchise. Rick Remender and [John Romita Jr]'s Captain America is about as different a take on Cap from Ed Brubaker's as you could possible imagine.

"Matt Fraction's going to give you two very distinct flavors of Fantastic Four with Mark Bagley and Mike Allred. Jason Aaron and Esad Ribic are going to redefine Odinson in Thor: God of Thunder. And wait till you see what Kieron Gillen and Greg Land do with Iron Man their first year."

Marvel will apparently follow the lead set by DC Comics' New 52 relaunch last year, which has so far shied away from major, line-wide crossovers and has produced some strong, standalone titles.